THE

TWO

GROUPSCASE

ANALYSIS

ABOUT

McDonald"s

COMPANYGroup

leader:MINGQI

CUIDETAILED

DIVISIONSearch

data:

YUJIA

XIE,ZHIQIN

XUCase

analysis:

MING

WANG,XIAOLAN

ZHANG,Collect

pictures:BO

TAO,LEI

WEN

,LING

ZENGTranslation:MINGQI

CUI

,WUHUA

WANGExplain

personnel:

MINGQI

CUI

WUHUA

WANGIIIIIIIVVOUTLINECompany

ProfileEnterprise

vision

and

goalsSWOT

analysisMarketing

strategyConfronting

problemPROFILEThe

company

name:McDonald"s

CorporationCompany

type:Listing

CorporationImportant

people:McDonald

brothers

and

Ray

A.

KrocThe

main

products:Chain

fast

food,

dessert,

coffeeSlogan:I"m

lovin"itMcDonald"s

uncleMcDonald"s

uncle

McDonald"s

uncle

ia

brand

of

McDonald"s

fast

food

chaimascots

and

enterprise

imagespokesperson,

official

name

is

RonaMcDonald"s

(Ronald

McDonald),

is

asymbol

of

friendship,

wit,

and

peacehe

always

traditional

circus

clown,yellow

shirt

and

trousers,

red

and

wshirt

and

socks,

red

shoes,

yellow

gred

hair.

He,

in

the

minds

of

Americachildren

aged

4

to

9

is

second

only

tSanta

Claus,

the

second

most

familiafigure,

he

is

a

symbol

of

McDonald"severybody"s

friend

forever.麥當勞叔叔麥當勞叔叔麥當勞叔叔是麥當勞快餐連鎖店的品牌吉祥物和企業的形象代言人,正式名稱是羅納德麥當勞(麥當勞),是友誼的象征,智慧,和和平,他總是傳統馬戲小丑,黃色的襯衫和褲子,紅色和白色的襯衫和襪子,紅色的鞋子,黃色手套,紅色的頭發。他在美國4-9歲兒童的思維是僅次于圣誕老人的第二個最熟悉的人物,他象征著麥當勞永遠是大家的朋友。Enterprise

vision

and

goalsCorporate

mission:Quality,

considerate

service,

cleanenvironment,

to

provide

customers

with

mvaluable

food.Enterprise

vision:In

the

future,Control

the

global

foodservice

industry.Customer

target

groupBy

age:Under

the

age

of

40According

to

the

occupation:white-collar,

blue-collar,

more

busy

professionals,McDonald"s

customer

requirements:Convenient,

fast,

nutritious

and

safe

foodThe

market

localization1,

Provide

office

worker

"rapid,

simple"

diningenvironment.

Aimed

at

Chinese

fast

food

and

casual

dininboxes

outside.提供上班族“快速、簡便”的用餐環境。定位于中式快餐簡餐與外帶餐盒.2,

To

appeal

to

young,

lively,

hope

to

provide

a

livedining

environment.以年輕、活潑作訴求，希望提供一個輕快的用餐環境.The

stock

marketAs

of

December

7,

2015SWOT

ANALYSISS:A.McDonald"s

use

of

franchising

to

implement

largscale

low-cost

expansion.麥當勞利用特許經營實施大規模低成本擴張。B.Using

the

trademark,

special

skills,

business

mto

repeatedly

use,

and

to

expandthescale.

Franchisee

cenjoy

off

the

shelf

goodwill

and

brand借助特許商的商標、特殊技能、經營模式來反復利用，并借此擴大規模。加盟商可以享受現成的商譽和品牌。C.With

its

brand

image,

management

mode

and

othersupport

systems,

the

risk

is

reduced

greatly.借助其品牌形象、管理模式以及其他支持系統，其風險大大降低。D.Sharing

the

advantages

of

scale

benefits

can

not

beignored.

These

scale

benefits

include:

purchase

size,advertising

scale,

business

scale,

technology

developmenscale

and

efficiency,

etc.分享規模效益的優勢也不容忽視。這些規模效益包括：采購規模效益、廣告規模效益、經營規模效益、技術開發規模效益等。SWOT

ANALYSISSWOT

ANALYSISW:A.Joining

trader

business

is

not

good

or

bad

reputaare

directly

affect

the

franchise

real

benefits

of

the

L加盟商經營不好或信譽不佳，都直接影響到特許經營主的實際利益。B.In

a

fixed

area,

the

level

of

market

consumptionrelatively

fixed,if

there

is

the

presence

of

stores

andstores

at

the

same

time,the

site

is

easy

to

generate

con在某一固定地區，市場消費水平是相對固定的，如果在該地區同時存在加盟店與自營店，在進行選址時容易產生沖突。C.It

is

hard

to

guarantee

to

the

standardization

offranchisees.加盟店的規范性很難得到保證。D.The

style

is

not

much,

the

variety

ilittle,

the

product

update

speed

is

also

slthan

the

same

industry款式不多，品種少，產品更新速度也比同行業慢SWOT

ANALYSISSWOT

ANALYSISO:A.Economic

crisis

promoted

the

circulation

of

mansecond

and

third

tier

cities,

or

the

development

of

theindustry經濟危機促進了許多二、三線城市的流通或第三產業的發展B.

Active

network

economy,

the

continuous

developmof

China"s

Internet

business

for

McDonald"s

Chinafranchising

process

with

enough

horsepower.網絡經濟的活躍，中國網絡事業的不斷發展為麥當勞中國特許經營進程加足了馬力。C.McDonald"s

status

in

the

world

no

onecan

replace.麥當勞在世界上的的地位無人能夠取代D.Entered

the

21st

century,

people

life

rhythmbecomes

faster

and

faster,

"hamburger"

will

continuethe

myth

of

it,

people

will

need

it,

the

market

will

be

mand

more

big.進入了21世紀，人們的生活節奏變得越來越快，“漢堡”將會繼續它的神話，人們還會需要它，市場會越來越大SWOT

ANALYSISSWOT

ANALYSIST:A.With

the

improvement

of

economic

level,

moreand

more

people

begin

to

pay

close

attention

toecological

environment,

traditional

culture

and

heaproblems.

The

McDonald"s

in

these

areas

is

far

shortexpectations.隨著經濟水平的提高，越來越多的人開始關注生態環境，傳統文化和健康等問題。而麥當勞在這些方面遠遠達不到人們的期望B.

More

and

more

enterprises

begin

to

enter

theindustry,

the

industry

competition

is

intense.越來越多的企業開始進入這個行業，業內競爭激烈SWOT

ANALYSISC.McDonald"s

enterprises

to

join

in

the

development

ofcareer,

be

sure

to

take

to

the

franchisees

and

benefits

of

in

incentives,.

Franchisor

enterprise

investment

preferentia

one

of

the

most

prominent

performance

is

the

franchise

fee

wi

reduce,

reduce

main

categories

including

disposable

pay

wit

the

rights

and

interests

of

regular

pay

gold,

etc.

Reduce

the

will

be

a

lot

of

kinds,

such

as

directly

on

the

numerical

redu

allow

the

joining

trader

installment,

to

join

in

second-hand

equipment,

etc.麥當勞企業為了加盟事業的發展，務必會采取給加盟商讓利的招商優惠措施，。特許人企業招商優惠政策的其中最突出的表現之一就是其特許經營費用會減少，主要減少的類別會包括一次性繳納的加盟金、定期交納的權益金等。減少的方式會有很多種，比如直接地在數值上減少、允許加盟商分期付款、向加盟上推出二手設備等。Marketing

strategy1,

Improved

recipes,

cater

to

different

age,

gender,

ldifferent

tastes

of

consumers,

establish

a

competition,

quality,

service,

efficiency,

as

well

as

the

corporate

soresponsibility

and

so

on

economic

philosophy

and

values

athe

main

content

of

the

new

enterprise

culture.改進菜譜，迎合不同年齡，性別，層次，地區消費者的不同口味，建立以競爭，風險，質量，服務，效率，以及企業社會責任等經濟哲學和價值觀念為主要內容的新興企業文化2,

Over

the

years

adhere

to

the

so-called

"S,

Q,

C",

theso-called

"S","Q","C"is

"service","quality"and

"clean多年來堅持所謂的“S,Q,C”，所謂“S”,"Q","C"就是“服務”，“優質”和“清潔”.3,

McDonald"s

site

selection

for

always

attaches

greimportance

to,

so

the

location

of

the

McDonald"s

in

the

surate

is

extremely

high,

almost

ninety

percent,

success

isattributed

to

the

location

problem

of

full

attention

and

lon

the

basis

of

science麥當勞對于選址始終高度重視，因此麥當勞在選址的成功率極高，幾乎達百分之九十以上，成功也歸因于在選址問題的充分重視及科學選址為基礎。3,

Localization

strategy

in

China

is

still

a

McDonald"launched

the

product

strategy,

is

still

under

test

runnistage,

with

consumer

product

localization

strategy,

thecompany

is

gradually

on

the

affiliated

snack

products

dolocalization

strategy,

the

element

such

as

beef

chickenvegetables,

rice

burger,

soya-bean

milk,

and

so

on.本土化策略仍然是麥當勞在中國推出產品的策略方針，目前仍在與消費者試驗磨合的階段，麥當勞在產品本土化策略則逐漸在附屬小食產品上做本土化策略，例如五色雞肉牛肉蔬菜卷、米漢堡、豆漿等等。4,

Convenient

feeding

speed

is

also

the

core

factor,McDonald"s

on

the

menu

design